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Bonjour Millionaire, 

Writing to you today from my bed where F1 is on in the background. Not my thing, so I bet this edition will be extra dialed. I tried writing to you while watching War, and that was typo-city.

Such a good show! So distracting.

I'm wearing a Caudalie face mask (necessary, an ugly day), the Dazzle version of Lincoln Park After Dark (it's not as good, kinda goth but in a bad way on me), Nili Lotan sweats (good, very high quality), and a SKIMS zip-🆙 hoodie that I don't like the fade of the black on so I don't really wear it outside the house (it's old and unlinkable, and not reccomended by me).

Feeling dull! But dialed in (Kimi is winning, shocker). 🏎️ 🏎️ 🏎️ 🏎️

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MEET THE WALMART SEGMENTS

NOTES TO ELF

There are truths in growth that are not really for debate. We can debate them, if you want. But, I won't back down so fair warning.

Here's 1 to always remember: AOV and CAC are correlated. Forever.

You can’t climb AOV without climbing CAC, so plan for it and model as such. When you model, make sure you're bringing in shipping weight. And pick fees! And increased time between orders that usually accompanies higher UPT.

Sometimes I save things I see on the internet that I nod at in total and complete agreement. Here are AOV-inflation tweets I saved over the course of just 1 weekend. I told you, it's true.

This tweet. And this.

Different weekend same nodding in full agreement. Let me know if you have any questions.

CREATIVE THAT SLEIGHS

Consistently impressed by Victoria Beckham Beauty. I am partial to snow in ad creative (as it does always work). No wonder they are profitable now.

*****I KNOW THIS IS THE WORST QUALITY EVER BUT YOU CAN SEE THE SNOW AND FIND THE LIBRARY HERE I'M SORRY IT'S NOT EASY TO RENDER IN YOUR INBOX!!!!

RE-GIFT THIS

Really perfect copy from Ring Concierge. The P.S. especially.

I describe their tone and approach as FORCEFUL. Is it the coolest, most aloof brand in the world? Absolutely not. Does what they do work, year after year? As their customers get more and more successful as they age and stick with them? Yes, for sure. I would love to know their LTV.

Maybe we can all be a little more self-confident and FORCEFUL this holiday season. If we say more when we reach out to our customers, perhaps we can reach out less? That's always ideal.

P.S. This is a 9-figure brand, on just the DTC alone. Smart people work there (I know them). Watch how they move.

WEEK #46/T-MINUS ‘TIL THE FEAST

This week ahead is my last work trip of the year. MUCH TO DO to prep for Cyber and I can't wait to lock myself in my office for ROY. If you feel yourself pulled in a lot of directions, remember that landing Cyber is the most important thing.

My trip is tied to Cyber performance or else I wouldn't be going. Feel free to join me in that energy.

THE WEEK IN A MEME

ADD TO CAL

I’m planning on saving every BFCM email/text that made me buy (or unsubscribe).

Then on December 8, my good friend Amanda Cole (she's CMO at Bloomreach and a G) and I are ranking them live. I've heard it described as a Cyber Burn Book. I like that. Would love you to be part, RSVP. 🌹

TA TA

Why is F1 so long? Agitating.

Yours,
Ari